By Healthkart

PROBLEM STATEMENT

The packaging for the entire portfolio of HK Vitals had a signature teal colour that was synonymous with the brand. While this made the range look vast, as the range grew, there was little to no distinction between either products or ranges. When it came to the identity, the teal box around the wordmark strongly established the connection with the parent brand Health Kart, but didn’t deliver on the distinctness for HK Vitals as a standalone brand. These were key areas for us to address through this rebrand.

THE Solve

The strategy phase posed some important questions keeping the ask in mind - should we retain the teal? How do we refresh both - the identity and the packaging for it to have enough distinction within products, the ranges and have enough shelf throw as the brand grew to having an impressive presence in retail outlets. A thorough brand strategy exercise helped us redefine the brand’s priorities and approach the redesign and rebrand through a focused lens.

HK Vitals 

Wellness

The wellness range provides an extensive selection of multivitamins, high-quality protein powders, and innovative specialty supplements, all meticulously designed to enhance and support your overall health.

Brand Identity

To move away from the clinicality that’s dominant in the category, we designed the wordmark to be bold. The shift to a lowercase wordmark makes it look approachable while maintaining finesse and distinctness.

packaging DESIGN

With the packaging system, our goal was to make supplements feel like an approachable, everyday part of a wellness routine. We turned to bright, fresh colours and playful geometric patterns, each tailored to its product, and a consistent grid system tied the range together. By introducing a sense of pop and lightness, we intentionally moved away from the clinical and into something more optimistic, easing the seriousness often associated with nutraceuticals.

creative direction

We creatively directed the photoshoot to establish the products as a natural extension of an active lifestyle. We set out to place the supplements in real, lived-in moments: post-workout routines, morning rituals, & daily pauses, highlighting their role in supporting wellness from the inside out.

HK Vitals 

HAIR

HK Vitals Hair is a comprehensive hair health range, specially formulated with research driven blends to combat various stages of hair health concerns – Designed to multi-target the root causes of hair fall & improve overall hair health, giving you a complete solution for effective hair care.

packaging DESIGN &
visual language

The packaging system for the haircare range has been thoughtfully designed to reflect an information hierarchy that aligns with the brand’s ethos of humanizing science. Rich, deep colours give the range a sophisticated feel, while intricate, abstract illustrations subtly communicate product benefits. The metallic accents cue elevated beauty, making the products fit seamlessly into a consumer’s daily ritual.

KIT UNBOXING experience

The hair kit has been designed with the intention of encouraging and reassuring anyone who begins their journey to better hair health. It features a thought out blend of tone of voice along with several other elements from the design language of the hair range to create a cohesive and considered unboxing experience.

creative direction

The creative direction for the photoshoot centered on portraying hair health as an empowering and uplifting part of daily life. Rather than highlighting problems or concerns, we aimed to shift the narrative - focusing on the joy, encouragement, and quiet confidence that comes with starting a journey toward better hair health.

HK Vitals 

SKIN

HK Vitals Skin offers beauty solutions focused on ‘healing from within’. This range includes consumables and topicals designed for lifestyle integration, emphasising a science-forward & gender-neutral approach.

packaging DESIGN

The packaging system for the skin range is designed to feel like users have expert guidance that stems from scientific research and a real world understanding.

The metallic colours mimic the sheen of healthy skin while intricate illustrations cue beauty and attention to detail. These illustrations are designed to look scientific, technical and beautiful while reflecting upon a product benefit at the same time.

CREATIVE DIRECTION

Pastel backgrounds and warm, diffused lighting set a calm, nourishing tone that mirrors the brand’s philosophy of ‘healing from within.’

Given that skincare is deeply tactile, we leaned into textures: dewy skin, silky formulas, and hands-in-motion, to evoke touch and care. A balanced mix of clean product shots and in-use imagery brought both clarity and relatability, allowing the audience to imagine the ritual as part of their daily life.

COMMUNICATION ASSETS

We designed a clear, communication system - breaking down science into bite-sized, approachable details. Every asset balanced visuals and text thoughtfully, ensuring even information-rich content felt light, engaging, and never overwhelming.

PROJECT CREDITS

Creative Director
Anushka Sani


Strategy
Disha Pinge
Rohini Pandey

Divya Bhagat

Brand Design
Jyothi
Aayushi Kapadia

Shreya Chhajed

Copy

Aishwarya Prabhala

Art Direction
Aayushi Kapadia
Shreya Chhajed


Project Management
Mesha Bhansali
Twinkle Bharadia
Urvi Dedhia

Nishita Mohta


Project Operations

Arjun Singh

Luigson Fernandes

Photoshoot 
Collaborators
Ria Panjabi, Art Direction
Jueely Kadam, Photography
Shivani Goel, Photography
Ankita A, Product Stylist

Hocco

Pattri

THe whole truth